Imagine you ran a Holdout Test for your Facebook campaign and you find the following information in the report of the results: -Conversion lift percent: 15.2% -Conversion Lift: 2,155 -Sales Lift: $88,100 Based on this information, which of the following is correct?

Correct! The conversion lift tells you how many additional conversions happened as a result of your ads. So in this case, the Facebook ads generated 2,155 additional conversions.

Practice Quiz: Conversion Lift Tests » Week 3 » Marketing Analytics With Meta

Q: A conversion lift test measures changes in conversion. What is the “lift” being measured?

That’s right! The lift is the difference in conversions between the group that didn’t see your ad and the one that did.

Q: True or false? If you want to run an experiment to test your advertising effectiveness, you have to plan it before you create and run your advertising campaign.

Correct! Experiments are carefully planned ahead of time. That’s because they involve creating groups of subjects that receive different treatments.

Q: When you use an experiment to test the effectiveness of your advertising campaign, what do we mean when we refer to the treatment or test group?

Correct! These are the people who may have received “treatment”. Treatment here being exposure to your ad.

Q: True or false? The ‘control group’ is the group in the experiment that will be exposed to the treatment.

Correct! The ‘control group’ is the group in the experiment that is NOT exposed to the treatment.

Q: You want to run an experiment for your company’s advertising campaign. When designing your experiment, you randomly assign people to a control group and a treatment group. Studies that use this type of experiment are referred to as:

Correct! Randomization is the process of assigning people to the different groups by chance, or randomly. By doing that, you distribute people with certain characteristics equally over the groups.